No. The diagnostic phase uses read-only access unless a separate implementation scope is approved.
PPC and Google Ads audit in Surrey, BC
PPC & Google Ads Audit for Surrey Businesses
Find out where spend is leaking, which settings limit qualified demand and what deserves attention first. Our independent audit connects account data with search intent, local service reality, lead quality and landing-page performance.
Account diagnostic
Conversion goalsReview
Search-term relevanceGap
Location settingsChecked
Read-only firstNo account changes during the diagnostic review
Business contextFindings tied to services, margins and lead quality
Prioritized actionsCritical fixes separated from optional improvements
No automatic upsellA clear audit whether or not you retain management
Quick answer
What is included in a Google Ads audit?
A Google Ads audit is a structured review of account setup, traffic quality, measurement and the path from ad to customer.
It examines whether campaign goals match the business, whether ads are reaching the right searches and locations, whether bidding has reliable conversion data, and whether landing pages make it easy for qualified prospects to act.
The outcome should not be a long list of screenshots. It should identify the risk, show the evidence, explain the likely business effect and rank the next actions by urgency and impact.
Google Ads access is central; analytics, Tag Manager, landing pages or CRM reports may be requested when relevant.
A prioritized findings document, evidence, recommended actions and a review of the most important decisions.
No. Audits also help before scaling, after a management change, or when reported leads do not match sales reality.
Hyperlocal account review
Surrey targeting should match where customers and service capacity actually meet.
A campaign can say “Surrey” while spending across unsuitable areas, mixing distinct service lines or ignoring how travel time and customer intent change between communities. We review the settings and the commercial reality together.
City Centre & WhalleyDense urban, transit-connected and professional-service demand.
NewtonSurrey’s largest concentration of businesses and substantial industrial activity.
Guildford & FleetwoodEstablished and growing residential markets with different service patterns.
Cloverdale & South SurreyResidential, retail and commercial demand, including Campbell Heights.
We check more than the location name.
Presence settings, excluded areas, radius overlap, schedule, call handling, location reports and the landing page must all support where the business can profitably serve.
12-point audit framework
Every major source of waste and missed demand, reviewed in context
The depth varies with campaign type and available history. We follow the evidence instead of applying one standard list of recommendations to every account.
Goals and account ownership
Confirm who controls the account and whether campaign goals represent valuable outcomes.
- Access and billing visibility
- Primary and secondary conversions
- Lead or revenue definitions
Conversion data quality
Test whether calls, forms, bookings or purchases are counted accurately enough for reporting and bidding.
- Duplicate and missing events
- Counting rules and values
- CRM or lead-quality gaps
Campaign architecture
Check whether services, products, locations and intent are separated enough to control spend and messaging.
- Campaign and ad-group logic
- Budget segmentation
- Brand and non-brand separation
Keywords and search terms
Compare what the business intended to target with the searches that actually triggered ads.
- Match-type behaviour
- Negative keyword gaps
- High-value query coverage
Locations and schedules
Review geographic intent, presence settings, exclusions, hours and device context.
- Surrey and regional boundaries
- Day and hour performance
- Call availability
Budgets and bid strategy
Assess whether bidding goals, targets and budget allocation fit the available data and business economics.
- Budget constraints
- CPA or ROAS assumptions
- Learning disruptions
Ads and assets
Review message relevance, offer clarity, asset coverage and whether claims match the landing page.
- Headline and description variety
- Call, location and sitelink assets
- Policy or approval issues
Landing pages
Follow the click to assess message continuity, mobile usability, speed, trust and conversion friction.
- Search-to-page alignment
- Forms and phone actions
- Local credibility
Networks, audiences and history
Check settings that quietly change reach and explain when account performance shifted.
- Partners, Display and audience layers
- Recommendations and auto-apply status
- Change history and experiments
What the dashboard can hide
A strong optimization score is not the same as a strong business outcome.
Recommendations and account diagnostics can surface useful opportunities, but each suggestion must be tested against margins, capacity, search intent, conversion quality and strategic constraints.
- More traffic is not automatically better traffic.
- Broader matching can expand reach and also change query quality.
- A larger budget does not repair poor conversion measurement.
- High conversion volume can hide spam, duplicates or weak leads.
- Quality Score is diagnostic—not a complete profit metric.
- Auto-applied changes require the same scrutiny as manual changes.
A clear audit process with no hidden account changes
01
Context
Confirm goals, services, locations, margins, capacity and the decisions the audit must support.
02
Diagnose
Review settings, search demand, spend, changes, conversions, ads and landing pages.
03
Prioritize
Separate urgent risk, likely opportunity, testing ideas and low-value cosmetic changes.
04
Review
Explain the findings, answer questions and define who should implement each action.
Action plan, not audit theatre
Findings ranked by risk, impact and dependency
A useful audit distinguishes what is urgent from what simply looks untidy. The example below shows how recommendations are organized.
Priority
Example finding
Decision logic
Critical
Primary conversion fires twice
Fix before relying on automated bidding or reported cost per lead.
High
Ads reach locations outside the service area
Correct after verifying the intended presence and regional growth strategy.
Medium
High-cost queries show weak commercial intent
Review negatives, match behaviour, landing pages and whether any assisted value exists.
Test
Good demand but low landing-page conversion
Form a controlled page or offer hypothesis rather than rewriting everything at once.
Monitor
Campaign is limited by budget
Increase spend only if lead quality, capacity and marginal return support it.
Your audit deliverables
Evidence, priorities and a plan your team can use.
The report explains what we found, why it matters, how confident we are and what to do next—without hiding the useful recommendations behind a management contract.
Executive summaryMajor risks, opportunities and business implications
Detailed findingsAccount evidence and affected campaigns or pages
Prioritized roadmapCritical, high, test and monitor recommendations
Review conversationClear answers, dependencies and ownership of next steps
Independent and responsible review
We audit the account you have—not the account we wish you had.
Historical context matters. We avoid changing live campaigns during diagnosis and do not label every unfamiliar choice as an error without checking why it exists.
No guaranteed savings, rankings or lead volume
An audit can identify waste, measurement flaws and improvement opportunities, but auction conditions, competitors, customer demand, the offer and sales follow-up remain outside any auditor’s control. Recommendations include assumptions and uncertainty where relevant.
Business-owned access
Your company should retain appropriate ownership and administrative visibility.
Documented evidence
Recommendations point to observed settings, data or customer-path issues.
Change restraint
Major changes are sequenced to protect learning and isolate effects.
Data confidentiality
Access should be limited to what the agreed review requires.
Frequently asked questions
PPC and Google Ads audits in Surrey
What to know before giving an auditor account access.
How long does a Google Ads audit take?
Timing depends on the account size, campaign types, data history, measurement complexity and access to landing-page or CRM context. A small local account may require less review than a multi-location or ecommerce account. Scope and delivery timing should be agreed before access is granted.
Will you make changes during the audit?
No, not during the diagnostic phase. Read-only access protects the account and keeps findings separate from implementation. Changes can be completed by your team, current agency or under a separately approved scope.
What access do you need?
Google Ads access is required. Google Analytics, Tag Manager, call-tracking, Merchant Center, landing-page CMS or CRM reporting may be useful depending on the campaigns and questions. We request only what the defined audit requires.
Can you audit an account managed by another agency?
Yes, provided the business authorizes access. The review focuses on the account and its business fit, not assigning blame. Historical decisions may have valid reasons, so uncertainties are identified instead of presented as facts.
Does a high optimization score mean the account is healthy?
Not necessarily. Optimization score estimates how well Google believes the account is set to perform and accompanies platform recommendations. An audit evaluates each recommendation against the business objective, conversion quality, budget, capacity and commercial constraints.
Can an audit find wasted spend?
It can identify likely waste such as irrelevant search terms, unsuitable locations, duplicated conversions, poor network settings or budgets allocated away from stronger demand. It cannot promise a specific savings amount before the evidence is reviewed.
How much historical data is needed?
More relevant history usually gives better context, especially for seasonality and longer sales cycles. New accounts can still be audited for structural, targeting, measurement and readiness issues, but conclusions about performance will be more limited.
What happens after the audit?
You receive prioritized findings and a review of the recommended sequence. You can implement internally, ask the current provider to make changes, or request a separate implementation proposal. The audit should remain useful whichever route you choose.
Start with an independent account review
Know what to fix before adding more budget.
Share your current concern, target services, service area and what a qualified lead is worth to the business. We’ll confirm the audit scope and the access needed to answer the right questions.
